Authors:

Ni’matun Nasim, A.A. Putu Agung Suryawan Wiranatha, I Gusti Ayu Oka Suryawardani

Abstract:

“Free Independent Traveler (FIT) is the majority market of Labuan Bajo, including Chinese FIT. The main characteristic of this market is their dependency on the internet, therefore build up the destination image through digital marketing is very essential. The objective of this study were to identify the potential of Labuan Bajo as Indonesia super priority destination, to analyze main atraction of Labuan Bajo for Chinese FIT market, and to develop Labuan Bajo digital branding stategy for Chinese FIT. This research used qualitative descriptive by implementing data through literature review, observation, interview, and social listening. Data was analyzed by using qualitative descriptive analysis and SWOT analysis. The result showed that Pink Beach, Padar Island, komodo, and live on board could be used as the brand icon of Labuan Bajo in Chinese FIT marketing digital system. Therefore, Labuan Bajo should choose the right digital platform, start using Mandarin language, and build up partnership with Chinese key opinion leader (KOL) in each content to ensure Labuan Bajo promises well receipt by Chinese FIT online community. Keywords: digital marketing; Labuan Bajo; FIT; China”

Keywords

digital marketing; Labuan Bajo; FIT; China

Downloads:

Download data is not yet available.

References

References Not Available

PDF:

https://jurnal.harianregional.com/eeb/full-75211

Published

2021-10-26

How To Cite

NASIM, Ni’matun; WIRANATHA, A.A. Putu Agung Suryawan; OKA SURYAWARDANI, I Gusti Ayu. BRANDING DIGITAL LABUAN BAJO DALAM MENARIK FREE INDEPENDENT TRAVELER CINA.E-Jurnal Ekonomi dan Bisnis Universitas Udayana, [S.l.], p. 911-920, oct. 2021. ISSN 2337-3067. Available at: https://ojs.unud.ac.id/index.php/EEB/article/view/75211. Date accessed: 02 Jun. 2025. doi:https://doi.org/10.24843/EEB.2021.v10.i10.p08.

Citation Format

ABNT, APA, BibTeX, CBE, EndNote - EndNote format (Macintosh & Windows), MLA, ProCite - RIS format (Macintosh & Windows), RefWorks, Reference Manager - RIS format (Windows only), Turabian

Issue

VOLUME.10.NO.10.TAHUN.2021

Section

Articles

Creative Commons License This work is licensed under a Creative Commons Attribution 4.0 International License